They realize that they have to do this, like they did with Google Fiber to "disrupt". Android, and in turn Google rely heavily upon Wireless Carriers. There was a much larger threat present in the net neutrality fight, but there are still lots of problems present in getting a cell phone.
The new services are not bloat, but very important steps for Google to take. Just as a startup has to go acquire customers face to face and ask them what they can improve upon, Google has to experience being the customer facing company. Currently, they don't handle or deal with the most important point of the mobile phone sales process. They can't know what problems they can fix or have made for the carriers by having to perform those tasks. It really is quality control for the experience of Android.
Most importantly, Google can provide what no other (to my knowledge) carrier can offer, the ability to have OTA updates as soon as the device manufacturer completes their modifications. This allows Google to push other carriers to reduce/minimize bloatware and to see the cycle from Google to Manufacturer to Carrier to Customer.
Google made the Nexus line of products to be the flagship of Android, and now can provide the flagship of carrier experiences.
In addition, if they decide to ever scale it nationally, they could become a big player in affecting the Android experience. For example, currently most Android phones come with a lot of bloat. If Google decides to mandate phones contain minimal bloat (just Google apps preinstalled), it could potentially force other carriers to follow suit, making Android phones more competitive with the iPhone.
> They realize that they have to do this, like they did with Google Fiber to "disrupt".
If I'm reading this correctly, and they're just becoming an MVNO, then they don't have to create any infrastructure (unlike Fiber). In exchange, they get two things: more robust tracking, and a chance to try to siphon off a few of the most profitable customers from the major carriers. Fiber gets them these things as well -- I'm guessing they only roll it out to high-margin areas -- but requires more investment.
I assume that, if this becomes profitable later, they can use Fiber in areas that have it to save money.
The new services are not bloat, but very important steps for Google to take. Just as a startup has to go acquire customers face to face and ask them what they can improve upon, Google has to experience being the customer facing company. Currently, they don't handle or deal with the most important point of the mobile phone sales process. They can't know what problems they can fix or have made for the carriers by having to perform those tasks. It really is quality control for the experience of Android.
Most importantly, Google can provide what no other (to my knowledge) carrier can offer, the ability to have OTA updates as soon as the device manufacturer completes their modifications. This allows Google to push other carriers to reduce/minimize bloatware and to see the cycle from Google to Manufacturer to Carrier to Customer.
Google made the Nexus line of products to be the flagship of Android, and now can provide the flagship of carrier experiences.